Hovis, the UK's fastest growing bread brand, is launching an exciting new TV advertising creative by MCBD as part of its £5m campaign to support the introduction of new Hovis Hearty Oats.
The campaign, which breaks on the 5th June, charts the life journey of a mischievous schoolgirl through to adulthood. Starting in the late 70s, the heroine is seen riding her bike, playing football and getting up to mischief in school. Following a montage of the young girl's high jinks, the advert cuts to present day, where she has grown up but is still enjoying the same song, albeit in the more sophisticated setting of her own, homely kitchen! As a couple of slices of Hovis Hearty Oats pop up from her toaster, a voiceover intones, "Sometimes it's good to be good. New Hovis Hearty Oats, the only bread baked with 50% oats to help maintain normal cholesterol."
Credits:
Project name: Miss Chief
Client: Jon Goldstone Marketing Director
Brief: To launch the Hovis New Hearty Oats
Creative agency: MCBD
Art director: Danny Brooke-Taylor
Producer: Hannah Boase
Planner: Andy Nairn
Media agency: Starcom
Media spend: £5m
Production company: Gorgeous
Production company producer: Spencer Dodd
Director: Vince Squibb
DOP: Jess Hall
Editor: Russell Icke
Post-production: The Mill
Audio post-production: Grand Central
Exposure: UK